Philip Kotler: Part 2 of an interview by Bob Morris

First Friday Book Synopsis

Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Johnson & Son Professor of International Marketing at the Kellogg School of Management Social Marketing Strategic Marketing for Nonprofit Organizations Ten Deadly Marketing Sins The Marketing of Nations The New Competition University of Chicago MIT Winning Global MarketsPhilip Kotler is the S.C.

Philip Kotler: Part 1 of an interview by Bob Morris

First Friday Book Synopsis

Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Philip Kotler is the S.C. He received his Master’s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at […].

Steve Yastrow: An interview by Bob Morris

First Friday Book Synopsis

Steve’s fresh, provocative approach to marketing, […]. Steve Yastrow is the author of three books: Ditch the Pitch: The Art of Improvised Persuasion, We: The Ideal Customer Relationship, and Brand Harmony. Management guru Tom Peters said, “When Steve Yastrow writes, I pay close attention,” and called Brand Harmony “compelling and powerful,” and We a “superb book.”

Ready to Grow Your Business? How to Appeal to Niche Audiences

Strategy Driven

By adapting your marketing strategy, you will be able to target new audiences for your products and services. Let’s look at the niche markets that you can tap into boost your business’s growth and profitability: Seniors.

The Gulf Spill: BP Still Doesn’t Get It

In the CEO Afterlife

More recently, the BP-sponsored Gulf Coast tourism TV campaign has implied that everything is back to normal. Branding Human Resources Leadership Life Marketing Strategy Bob Dudley BP Brand Image corporate culture Environment Facebook Gulf Spill PR Reputation Tony Hayward Twitter YouTube

PR 158

How to Turn Traveling the World into a Career

Strategy Driven

Focus on the reasons you are traveling and make them marketable. Working in the travel or tourism industry will allow you to visit new places while being paid.

Travel 111

Case Study: Should an Emerging-Market Incubator Help U.S. Businesses?

Harvard Business Review

In fact, her love of the city’s mingled cultures and vibrant local businesses was one of the things that had inspired her to cofound Unamano, now a world-renowned nonprofit that supported entrepreneurship in emerging markets. To Helena Valencia, Miami was home. She had grown up there.

Why Your Customers Hate You and How to Fix It

Skip Prichard

Bringing a new prescription drug to market, for example, now costs nearly $2.6 Even a simpler product like the SpinBrush, which entered the market priced at $5 each, required an upfront investment of $1.5 Focus on the Customer.

The Big Picture of Business – Collaborations, Partnering and Joint-Venturing… Priority for Business.

Strategy Driven

Here are some examples of Joint-Venturing: Producers of energy create an independent drilling or marketing entity. Group marketing programs, such as auto dealer clusters, municipalities for economic development, travel and tourism destinations, trade association and product image upgrades.

The Growing Business of Helping Customers Slow Down

Harvard Business Review

Witness the rising popularity of yoga and wellness retreats (one of fastest growing sectors of the tourism industry), the slow food movement, and the spreading popularity of digital detoxes: time away from tech devices. Westend61/Getty Images. We are living in an age of acceleration.

Would Regionalism Work for the Church?

Ron Edmondson

We could promote each others activities for tourism. Related posts: Church Marketing Designs that Work and are Affordable: d2designs. Church Marketing Lessons From The Grocery Store. I was in a community program recently talking about regionalism. .

How Customers Come to Think of a Product as an Extension of Themselves

Harvard Business Review

Or consider Great Britain’s tourism campaign. Marketing Branding Customers Digital ArticleKAZUHIRO NOGI/Getty Images. Businesses are constantly vying to capture the attention of potential customers. It’s not easy to do.

Reis 16

What to Know About Doing Business in Iran

Harvard Business Review

But peruse some of the recent headlines about Iran , and you might wonder whether the market’s potential was overstated. The country’s tourism sector attracted fewer than five million visitors in 2014 while neighboring Turkey attracted 39 million people.

The Most (and Least) Empathetic Companies

Harvard Business Review

They’re also among the most profitable (the top five companies make up for 15% of the index’s total market capitalization), and the fastest growing (their market capitalization has grown this year by 23.3% Travel & Tourism. Whole Foods Market. HBR STAFF.

The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent.

Trout 16

Tackling Big Global Challenges with Low-Cost Innovation

Harvard Business Review

Thanks to Airbnb, more people will travel, bringing more tourism dollars to more people in the countries they travel to, creating more profits and distributing them more fairly. Meanwhile, even middle-class Americans are being priced out of the housing market in states like California, where average low-tier property prices went up by 10% in 2015. Traditional banks — with their monolithic business models and hefty fees — have been unable to crack this lucrative market.

London Succeeds in Its Olympic Trials

Harvard Business Review

This is not even a marketing partnership. million cost of the tower has been covered by the Mittal Family, with a small subsidy from the London Authority looking to drive tourism post-Games. Collaboration Innovation MarketingWe stand today on July 27, one year away from the Opening Ceremony of the London 2012 Olympic Games. Britain is well ahead of schedule. Contingency budgets are $1.4 billion under-spent. Even the notoriously cynical British media remain supportive.

The Right Way to Plan an Innovation Tour

Harvard Business Review

Innovation tourism: it’s a thing. Typically, tourism involves guided tours, pitch events, conferences with lots of panels, and well-planned visits to companies, universities, and government agencies tasked with increasing entrepreneurship and innovation. Kenneth Andersson.

Economic Growth Isn’t Over, but It Doesn’t Create Jobs Like It Used To

Harvard Business Review

While Gordon’s argument is often characterized as being the opposite of the one I have made in my two books about the impact of advancing automation technology on the job market (most recently, Rise of the Robots ), there are many areas in which I think we would agree. Robert J.

When Do Regulators Become More Important than Customers?

Harvard Business Review

State satisfaction mattered more than market disruption. With apologies to Ted Levitt , a new “Marketing Myopia 2.0” Twenty-first century market competition in disruptive business environments quickly becomes regulatory lawfare.

The Mainstreaming of Augmented Reality: A Brief History

Harvard Business Review

In a previous piece I discussed why some AR apps are destined to be forgotten as gimmicks, and what mistakes marketers should avoid when trying to deploy them. But it also has implications for areas outside of entertainment, such as marketing, fashion, tourism, and retail, where commercial AR apps have already been increasing in numbers and popularity. The application was one of the first marketing campaigns that allowed interaction with a digital model in real time.

What a Year of Job Rejections Taught Me About Pitching Myself

Harvard Business Review

I knew it would be a challenge to restart my career in a new market, especially one that is densely populated with talent, so I expected the process to take a few months. As a marketer, I decided to re-frame the challenge. I applied everything I knew about marketing and storytelling to build a campaign that would show Silicon Valley companies the kind of value I would bring to their teams.

Why President Kagame Runs Rwanda Like a Business

Harvard Business Review

So far, Rwanda''s three big clusters are coffee, tea, and tourism, but Porter is convinced there are more to come. In these cases Rwanda had eroded assets, but there was a foundation and a proof point, a market test that these areas could be successful and they could be competitive.

Funders Can Give More than Money

Harvard Business Review

Opportunity's investment in an agricultural processing plant, which enhances the value of poor farmer's crops and provides year-round access to new markets, achieved 30 percent higher yields and an average income increase of 50 percent over last season for our farming clients. In 2012 the world's problems grew more complex, but America's top 400 charities saw very little growth in their resources to address them.

50 Laboratories of Opportunity

Harvard Business Review

And of course that's true — but the commodities market has been booming only in recent years, and the bank's track record is long and impressive. Is it possible that local funding could help bolster tourism in Florida, biotechnology in California, publishing in New York, and agriculture in Iowa? One thing that the Chinese do quite well — and that the U.S. could learn from — is to test policy proposals before rolling them out nationally.

Four Simple Low Resolution Innovation Tests

Harvard Business Review

Introduce a "10% version" of the offering in a highly contained market. A few years ago we helping a startup develop an idea for a medical tourism business where customers seeking elective procedures would fly to exotic but lower-cost destinations. As my colleague Matt Eyring described in a recent Harvard Business Review article , we had meticulously studied the market, and the projections looked solid.

The Reason Air Travel Is Terrible and So Few Airlines Are Profitable

Harvard Business Review

Instead of getting into a price war or squabbling over a shrinking market, both disruptors and incumbents find new ways to create value. Finally, they would take over the international air travel market. Consider the lowest end of the market today: air taxi companies.

What You Might Not Know About the Cuban Economy

Harvard Business Review

There was a spike in the 2000s when Venezuela began to provide petroleum at deeply discounted market prices, and that peaked just before the 2008-09 financial crisis. They don’t know how to market them effectively.

Will Greece Exit the Euro?

Harvard Business Review

The capital markets will also effectively be closed to the Greek government for some time. The devalued drachma might help somewhat by making exported goods and services cheaper, but this may take some time to filter through as Greece's biggest industries are tourism and shipping (15% and 5% of GDP, respectively), which are themselves quite cyclical. First, there was to be a referendum in Greece, then there wasn't. George Papandreou was to remain prime minister, now he isn't.

Airbnb Is Facing an Existential Expansion Problem

Harvard Business Review

” But how many travelers can “live there” before Airbnb accepts that it has become a vehicle for mass tourism, and that its users are tourists, no more and no less? HBR STAFF.

Which Countries Will Rise to the Top in a Leaderless World?

Harvard Business Review

Over the years, the phrase "emerging market" has become all but meaningless. But all these constructions include a dizzyingly diverse set of economies that don't have much in common, and in any case the market conditions inside these countries tell only part of the story.

3 Mistakes in U.S. Health Care That Emerging Economies Can’t Afford to Repeat

Harvard Business Review

With expanding middle classes demanding more-comprehensive care, governments of these emerging markets are under pressure to invest as chronic disease rates — particularly those related to Western lifestyles — dramatically increase and the average age of their once-young populations begins to rise. So why would emerging markets still adopt this practice? Victor Albrow/Getty Images.

Luxury Brands Can No Longer Ignore Sustainability

Harvard Business Review

If I asked you to picture the consumer luxury market, you might imagine jewels, sports cars, watches, premium drinks, high-end shoes and apparel, and so on. The report has some additional good case studies in the watch, leather, diamond, and eco-tourism realms.

Selling Products Is Good. Selling Projects Can Be Even Better

Harvard Business Review

Airbnb, valued this year at $30 billion, recently announced that it will start selling “experiences” — small tourism projects — as a way to create new revenue streams and address the increased regulatory scrutiny in some of its bigger markets. Branding and marketing. Traditional marketing has focused on short-term immediate benefits. Marketing teams will need to promote the long-term benefits of the projects sold by the organization.

New Report: We're Not As Connected As We Think

Harvard Business Review

Capital markets are fragmenting and while merchandise trade recovered strongly since 2009, the intensity of services trade has remained stagnant. We compare trends across 10 distinct types of flows within its 4 pillars: trade (merchandise and services), capital (FDI and portfolio equity), information (internet bandwidth, telephone calls, trade in printed publications), and people (tourism, international education, migration). •

How Multinationals Should Be Planning for Brexit

Harvard Business Review

Only a minority of firms is well ahead in planning and preparing a UK market strategy. If the supplier had used its 2016–2017 sales data, which showed greater demand for its products as a result of the boom in UK tourism, to predict future results and set next year’s strategy, it may have overestimated future performance and ended up with too much inventory, higher costs, and pressure to discount heavily to move product.

How Companies, Governments, and Nonprofits Can Create Social Change Together

Harvard Business Review

Capital markets, as a whole, are also moving in this direction. In turn, this will foster better social outcomes and create new markets and consumer segments. Today, the Park creates incredible social value, but also provides billions in economic value through higher tax revenue, tourism, consumer spending, and real estate appreciation. Ilka & Franz/Getty Images. Profit and purpose are converging.

Even in a Digital World, Globalization Is Not Inevitable

Harvard Business Review

And who knows what virtual reality might end up doing to tourism levels? In the aftermath of the UK’s Brexit vote and Donald Trump’s election in the U.S., globalization is seen as a political hot potato rather than a hot ticket to prosperity.

The Leadership Clash That Led Colombia to Vote Against Peace

Harvard Business Review

He wanted to expand tourism to the country in number of visitors and by attracting tourists to areas formerly ruled by guerillas. Meanwhile, the country will continue to remain as isolated from global markets as it was before the referendum. In his classic book, One Hundred Years of Solitude , Gabriel García Márquez tells the story of Colonel Aureliano Buendía, who “promoted thirty-two armed uprisings and lost them all.”

China Needs a New Generation of Dreamers (and New Dreams)

Harvard Business Review

Project proposals that are selected become the basis for self-organizing, autonomous business units, led by the proposal author, and responsible for not only their own staffing, but also for the design, manufacturing and marketing of the resulting product.

Why Is Ukraine’s Economy Such a Mess?

Harvard Business Review

And then finally, in some parts of Ukraine, tourism has been becoming more important. In terms of the economy, Ukraine only accomplished maybe half of the things that you need to do, when the Soviet Union collapsed and they moved to a market economy.